According to a new study by eMarketer, 57.7% of reporters use blogs to measure public sentiment; 38% of reporters use blogs to drive new story ideas; and 29.5% use blogs to find industry experts. (hat tip to Joshua Fruchter at eLawmarketing)
Those are good numbers for blogging lawyers; and fit well with the frequent observation that bloggers have a substantially increased profile with the media.
Here’s are some reasons I think blogs deliver such a web-punch!
- Reporters need to authoritative sources for quotes – Lawyers fit the bill before blogs existed; and with little more 3000 legal blogs world wide, having a personal blog is still a fantastic way to stand out from the crowd.
- Blogs Push Content via Syndication Technologies (ie. RSS) - When a lawyer hits the publish button, he or she doesn’t just build a web page. Blog software issues what’s called a ping to various indexing sources and Search Engines. Content gets pushed out, and tells these sources that new material is available.
- Blogs Drive the Freshest Google Content – Related to the above point, Google mixes blog content into its search results shortly after being published. Anecdotally, I can tell you that I have hit the publish button and observed my posts searchable in Google in under an hour! These ‘fresh’ posts also get a boost in the rankings that can last for a few days.
- Bloggers Get Better Google Rankings -Blog to blog links create the ‘link juice’ to make Google believe your website is authoritative. Publish frequently, and that link juice will drive traffic to your blog, and make it easier for people to find you – both potential clients and reporters.
- Blog Content is Filterable – Savvy reporters that regularly cover a topic, will set up targeted searches for certain keywords. Those search results are then automatically fed into their RSS reader; and will monitor for any blog posts that hit their topical space. Guess what happens when the same lawyer keeps writing intelligent commentary on their topic? Ring ring. :)
- The Spin-off Effect – Profile drives profile. Having a blog is still the centerpiece of a lawyer’s online marketing strategy. Bloggers offer their work, which leads to:
- incoming links from other bloggers;
- offers of speaking engagements;
- republication opportunities for your posts;
- written material that can be crafted into magazine articles;
- and a recognized name, which makes it easier for a report to decide to quote you.
Good blogging, to which I offer an older post on building an authentic voice, should never be underestimated. It’s the first recommendation I make when clients ask how to drive profile (and business leads) online.
Done with tact and professionalism, nothing pays greater dividends.